OUGD602/3 Work Experience - ASDA Market research

In order to fully understand the target audience and market I researched into every supermarket in the UK’s own brand sweet packaging. Some were better than others, some of the best packaging coming from Morrisons and Marks & Spencers. One consistency with the less successful packaging was no overarching theme or concept. This proves to me that the most important way to reaching your market is through consistency of products.

Natural Confectionery Co

Other than own brand sweets, the next main competitors are branded sweets such as the Natural Confectionary Co, there designs are bright playful and have a real consistency throughout all the packaging and branding. The use of windows on these branded products looks really enticing to customers as it shows what you are buying, this only works because the bag is the correct size for the product. The friendly illustration on all the packaging is really playful to the overall feel of the natural co. Something like this could really work for own brand sweets as it has for Morrisons.

Maynards & Bassets

It is clear that Maynards and basset have some brand guidelines in place, as although each design for the branded sweets are different they all appear consistent and work as a set. It is clear what products belong under the name. One key thing from the packaging I've noticed is the bold outlined titles of the sweets, this really stands out on a shelf. From looking at product research I have noticed the branded sweets using a theme are very popular amongst the public. Not only this but the sweets are almost all aimed at both adults and children by using bright colours and friendly illustrations.